الفهرس 
الفصل الأوليوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The Effect of Applying the Marketing Mix on the Mental Image : A Field Study on the Clients of the Egyptian Agricultural Bank Preface: The banking sector is considered one of the most important economic sectors in developed and developing countries, as it represents the backbone of economic life. This sector plays the role of financial intermediation between savers and investors, and it provides many banking services. (Atshan, Ahmed, 2014). Today, the banking market is witnessing intense competition between various banks, especially in the context of globalization and the development of information technology, media, and communication technology and its impact on the client’s mental image, which leads to intensifying efforts of banks in the face of changes to achieve the maximum possible satisfaction for clients and the reach a good mental image and earn their loyalty. (Al-Khudairi, Mohsen Ahmed, 2007). And since the marketing mix is considered the tool that helps in implementing the marketing strategy, as well as its clear impact on the formulation of the strategy, given that the marketing mix strategies are only a means that translates the marketing strategy into reality. The analysis of the appropriate marketing mix is very important for the implementation of the strategic marketing plans for each element of this mix, which consists of several elements such as (product, pricing, distribution, promotion, and individuals). This is what is expressed in the traditional marketing mix, and these elements must integrate and interact with each other to reach an effective marketing mix. (Student, Alaa Farhan, 2014). Before starting to define banking marketing, it is worth reminding the concept of marketing “The American Marketing Association defines marketing as the processes related to planning and implementing concepts related to pricing, promotion, and distribution of ideas, goods, and services in order to achieve exchanges that tend to satisfy individuals and meet the organization’s objectives” (Al-Yasari, Ahmed Hadi Talib Ibrahim, 2020). As for the concept of banking marketing, it is: “studying the market and identifying the desires and needs of customers, then planning and coordinating to meet all these needs in order to achieve the bank’s and customers’ objectives in order to achieve satisfaction with the service” (Raya, Osama Al-Taher Abdullah, 2018). It is worth noting that the bank, in applying the concept of marketing activities, seeks to satisfy the needs of the market, without ignoring its goals, and this means that it will not satisfy the needs of the market unless this leads to achieving its goals, and from here comes the role of the marketing department through which planning and organization are carried out. Directing and controlling the efforts of individuals working in the marketing function, who set policies and programs for the product (banking service), pricing, distribution, and promotion, with the aim of meeting and satisfying the needs of customers of all kinds and achieving their goals and those of the bank together, and even establishing long-term relationships with them, and thus it aims to achieve revenues and profits for the bank by maintaining these relationships. Finally, it can be said that banking marketing starts with the consumer of the banking service (the bank’s customer) and ends with it because the customer is the undisputed market controller and is the reasons addressed.